NEUROSCIENCE INTEGRATION IN MARKETING: LEVERAGING BIOSENSORS FOR CONSUMER INSIGHTS AND ENHANCED CUSTOMER INTERACTIONS

This research investigates the potential contributions of neuroscience literature and techniques to marketing management, employing biosensors such as eye-tracking glasses, facial expression analysis, and galvanic skin response (GSR). By leveraging neuroscientific methods to understand consumer reactions to marketing stimuli, marketers can glean valuable insights to enhance their marketing strategies and optimize customer interactions.

The study use a qualitative analysis and aims to bridge the gap between consumer neuroscience and traditional marketing practices, utilizing neuromarketing tools to decipher customer behavior.